Until now, understanding the mindset of the Over-the-counter (OTC) consumer, given the wealth of information and multiple touchpoints they encounter in every digital environment, was complex and hard to unravel. But it’s the essence of determining what impacts a consumer’s purchasing behavior, an issue so vital to OTC companies who are fighting an increasingly challenging battle against competitors’. We know that consumers are willing to pay more for OTC brands recommended by healthcare professionals (HCP). In fact, consumers paid up to 54% more on average when buying a specific recommended product, according to a study by GfK on recommendation behavior. Expert recommendations are clearly a defining way to influence consumer purchase behavior. So how do you get to the heart of their thinking and deliver much-needed insights?
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The emerging digital technologies open up an endless scope of opportunities for new digitized market research tools. For many years, market research tools were contrived, expensive or simply incapable of providing the relevant insights into consumer behavior at the point of purchase.
Now, with the rise of innovations like virtual reality, Health marketers have real opportunities to observe consumers in a controlled, true-to-life test environment mimicking the physical reality of a pharmacy. Such a setting offers a much more realistic and credible manner to obtain evidence of how health brand consumers shop at the shelf and in the category.
So what are the advantages for the consumer health market?

Connecting the dots, driving conversion through conversation
OTC health brand consumers still finalize the vast majority of their decisions in-store. Despite an overload of available information and an exploding number of touchpoints, the benefit of getting expert recommendations can make a significant impact on purchase decisions, especially when there are so many choices in many markets.
In particular, expert recommendations made by healthcare professionals (HCPs) are

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